Digital Transformation

Addressability in the wake of third-party cookies

By Jason Barnes | CRO

PubMatic

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May 4, 2021 | 4 min read

The third-party cookie isn’t long for this world... in less than a year, Google Chrome will have phased them out. ID on mobile app isn’t faring much better.

iphone screen with a lock image, sitting on a yellow bakground

Many in the programmatic marketing field expect Google to follow Apple’s lead and restrict its own mobile advertising ID (GAID)

Few in the industry were surprised when, in June of 2020, Apple confirmed another long-anticipated privacy measure – that its Identifier for Advertisers, or IDFA, would become opt-in for all users with iOS 14 or later. Many in the programmatic marketing field expect Google to follow Apple’s lead and restrict its own mobile advertising ID (GAID).

Programmatic advertising needs addressability to thrive, and that hinges on identity resolution. But these privacy restrictions by tech giants are being further complicated by regulators throwing additional challenges at targeted advertising.

These regulations impose significant restrictions around acquiring user consent, making it much harder for publishers to collect user data and for advertisers to effectively target those users.

Clearly there needs to be a balance struck, with consumer rights and preferences being respected by the industry and regulators, while ensuring that all parties can transact and engage around content effectively.

The burden of protecting user privacy is shared by the entire ecosystem of brands, publishers, and technology providers as they urgently search for new ways to address their audiences.

But in this rapidly evolving era, it’s a complicated landscape out there. That’s why we partnered with Digiday to commission a new guide to identify in a post-cookie world – the techniques and technologies that buyers and publishers are leveraging to master identity and addressability in the new normal.

Check out this new guide to learn:

– Why targeting unique addressable IDs is now a major industry focus

– How deterministic and probabilistic IDs differ – and why both are necessary

– Why some industry professionals are managing IDs through a single interface

– Why programmatic will need addressability to survive and thrive

Digital Transformation

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PubMatic

PubMatic (Nasdaq: PUBM) is an independent technology company maximizing customer value by delivering digital advertising’s supply chain of the future. PubMatic’s sell-side platform empowers the world’s leading digital content creators across the open internet to control access to their inventory and increase monetization by enabling marketers to drive return on investment and reach addressable audiences across ad formats and devices. Since 2006, our infrastructure-driven approach has allowed for the efficient processing and utilization of data in real time. By delivering scalable and flexible programmatic innovation, we improve outcomes for our customers while championing a vibrant and transparent digital advertising supply chain.

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